Introducing of Marketing &Customer Satisfaction
M. Eko [email protected] | @fitrianto2001
Sumber Bacaan
Kotler dan Keller, Prinsip-prinsip Pemasaran, Prentice Hall, 2009 Philip Kotler, Marketing Management, Eleventh Edition, Prentice Hall, 2003
Diah Natalisa, Dasar-dasar Manajemen Pemasaran, Penerbit Unsri, 2007
Peta Pembelajaran“Manajemen Pemasaran” (Overall)
Needs & Wants
How to know ?
Marketing Research
What should we do ?
Result (Findings)
Environment Analysis
Internal
External
Create Vision& Mision
What Is Our Business ?
Marketing
Goal
What we want to be in the future ?
How to ?
Marketing Tools
Marketing Mix
•Product•Price•Distribution•Promotion
STP•Segmentation•Targeting•Positioning
Value
What? Unique?
Important? Deliver?
Cost?
Suistainble Strategy
Cus. Satisf
Branding
Mark Expan.
Compt Advt.
+ 3P
Start
Peta Pembelajaran“Manajemen Pemasaran” (Introducing)
Marketing
(1) Definition
(3) What is market ?
(2) Need, Wants and Demand
(4) Core marketing Concept ?
(5) Scope of marketing
10 Things we can offer to market
(6) Marketing Concept and Tools
STP
Marketing Mix
(7) Company Orientation to market
Production Product
Selling Marketing
Goods, Service, Place, Information, Experience, Properties, Idea, Event, Organization, Person
IntroducingCharacteristics and Scope of Marketing
Marketing • Marketing is a social and managerial process by which
individuals and groups obtain what they need and want through creating and exchanging products and value with others (Kotler)
Marketing• Proses perencanaan dan pelaksanaan pemikiran, penetapan
harga, promosi dan penyaluran gagasan, barang dan jasa untuk menciptakan pertukaran yang memenuhi sasaran-sasaran individu dan organisasi (AMA-American Marketing Association)
Needs, Wants, and DemandsKebutuhan (Needs)• Tuntutan dasar manusia Makan
Keinginan (Wants)• Hasrat akan pemuas kebutuhan
tertentu Mau makan apa? (Bakso, Sate, Nasi)
Permintaan (Demands)• Keinginan akan suatu produk yang
didukung dengan kemampuan dan kesediaan untuk membelinya Mobil BMW ?
Demand States• Negative demand• No demand• Latent demand• Decline demand• Irreguler Demand• Full demand• Excess demand• Unwholesome demand
Value and
Satis-factio
n
Exchange, Transaction
& Relationship
Markets
Core Marketing Concept
The Scope of Marketing
MarketingTypically seen as the task of creating, promoting, and delivery goods and services to consumer or bussiness
• Places• Properties• Organizations• Information• Ideas• Goods• Services• Experiences• Events• Persons
Concept
SegmentationTargetingPositioning
Marketing Concepts And Tools
Marketing Mix
Marketing Mix Strategy
Marketing Concepts And Tools
• Relationships and Networks– Relationship marketing– Marketing network
• Marketing Channels• Supply Chain• Competition– Brand competition– Industry competition– Form competition– Generic competition
Company Orientations Toward the Marketplace
Company orientati
on
Pemasaran Jasa dalam konteksPemasaran Relasional
• Orientasi ke Pasar– Selling (jangka pendek) vs Marketing (jangka panjang)
?
√
Selling
Marketing
Volume
Relasional
Penekanan Pemasaran Relasional
RekrutmenPemeliharaan
Mendapatkan konsumen baru
memerlukan biaya 5 kali lipat lebih mahal
daripada mempertahankan konsumen lama
Strategi Pemasaran Relasional
PasarPelanggan(end user,
intermediari)
Refferalmarket
Pasar pemasok(modal, teknologi,
kompetensi, kapabilitas)
Pasar pengaruh(stock holder, pemerintah, pesaing, dll)
Pasar Rekrutmen (Tenaga kerja=>
Univ, Agen SDM, dll
Pasar internal(Internal
perusahaan)
Perbedaan pemasaran transaksionaldan Pemasaran Relasional
ASPEK PENJUALAN PEMASARAN
FOKUS PenjualanMempertahankan konsumen
ORIENTASI Karakteristik produk Manfaat produk
SKALA WAKTU Jangka pendek Jangka Panjang
KOMITMEN KEPADA KONSUMEN
Terbatas Tinggi
KONTAK Rendah Tinggi
KUALITAS Urusan bagian operasi Urusan semua bagian
Sekian dan Terimakasih